The pants specialist Hiltl, based in Sulzbach-Rosenburg, is celebrating its 70th anniversary with the launch of a new brand.
Under the name 55f, the company is launching an independent label that transfers the brand’s fit expertise to a lower price segment. The decisive factor for this was a market analysis commissioned by CEO Thorsten Grönlund.
“It is the first time in 70 years that we are launching a completely new label – not a sub-label, not a line, but an independent brand,” explained Grönlund in an interview with FashionUnited. As a reason for the new label, the managing director points out that the majority of the market has so far bypassed Hiltl. According to a study, 94 percent of all trousers in Germany are sold for less than 100 euros. With the previous premium positioning, only a small part of this potential was achieved. Lowering the starting price to 139 euros was a first step. 55f is now the logical addition to appeal to a broader consumer base.
At the start, the collection only includes two models. According to the brand slogan “all you ever needed”, these are intended to cover the customers’ most important needs. Both variants are priced at 99 euros, in line with the study.
2 models, 15 colors, 60 variants
The brand produces modern flat-front trousers and a model with a wider cut and a single pleat. Both versions come in two material versions: a durable all-season cotton and a seasonal option made of washed corduroy. With 15 available colors, there are a total of 60 variants. The collection will be launched on the market for the first time in the spring/summer 2026 season.
In addition to the brand name itself – 55f is an allusion to the year it was founded in 1955 and to the company founder Fritz Hiltl – design details also refer to the origin of the brand. Colored seams in red and blue refer to Bavaria and the Sulzbach-Rosenberg location.
In contrast to the Hiltl brand trousers made in Europe, the 55f models are produced in India. The fabrics come from regional sources and are processed using modern technology. A team from Hiltl headquarters accompanies production on site to ensure that the company’s quality and workmanship standards as well as social criteria are met.